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How Twelve uses HubSpot Customer Agent to solve 87.5% of service questions with AI

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Case informationtwelve-logo-dark 3

Industry: SaaS
Twelve: Market leader in smart ordering and payment solutions
Company Size: 120+ employees
Migration: Zendesk → HubSpot
Agent: HubSpot Customer Agent

Key product: HubSpot Enterprise Suite + Breeze Credits

Challenge: Twelve was working with Zendesk, but lacked scalability and integration with HubSpot. Repeat requests and weekend spikes of more than 250 tickets were causing high workloads, escalating costs and longer wait times.

Solution: Together with Twelve, Webs designed and implemented HubSpot Service Hub with the HubSpot Customer Agent, which automatically handles customer inquiries via chat and WhatsApp. Within one week, 87.5% of tickets were resolved without human interaction, with an 87% cost savings, a +55% increase in customer satisfaction, and a noticeable balance in the service department.

Website: twelve.eu

-87%

cost savings per customer demand

+ 87,5%

of tickets resolved by the HubSpot
Customer Agent

+ 55%

Increase in positive customer feedback after going live.

''We no longer start the week with a backlog of tickets that still need to be handled. We now have a grip on our process and time for the complex questions that really deserve personal attention.''

1733473049098
Jeroen Kusters

Head of Service & Customer Care

Chapter I: Summary

Summary

Twelve, a leader in smart ordering and payment solutions, switched from Zendesk to HubSpot Service Hub to centralize their customer service, lower costs and reduce workload. With over 25 service agents and an average of 250 tickets per week, they were looking to scale and increase efficiency.

Webs implemented an AI-powered HubSpot Customer Agent that automatically handles initial customer inquiries via live chat and WhatsApp. Within one week, 87.5% of tickets were resolved independently, with drastic cost savings of -87%, increased customer satisfaction of +55% and better balance in the service department.

About Twelve

Twelve is a Dutch SaaS organization that develops technology for smart ordering and payment solutions. Their products - from POS systems and ATMs to order kiosks, QR solutions and data integrations - help organizations in the hospitality, sports, healthcare and events industries to work faster and serve their visitors better.

With more than 10.000 connected locations and over 200 million transactions per year, Twelve is the undisputed market leader in the Netherlands and active in more than ten countries, including Belgium, Curaçao and South Korea. Their motto "We are your twelfth man" underscores their role as a reliable partner that thinks, supports and unburdens.

The challenge

Fragmented customer data, unscalable service

Twelve's customer service grew along with the company's success. The company was working with Zendesk and, working with Webs, decided to migrate to HubSpot. Zendesk offered insufficient scalability and operated separately from the marketing and sales environment in HubSpot. This lacked a single central customer view and made it difficult to automate processes or share insights between teams.

Group 97
In addition, the pressure was mounting internally. Especially on Mondays, after busy weekend events, the service team faced an avalanche of hundreds of tickets. Customers could only contact them via e-mail or phone, which meant employees were spending a lot of time with repeat questions that could actually be resolved via self-service.

"Our service staff often had a flood of tickets after the weekend, leading to stress and long response times." - Jeroen, Head of Service & Customer Care at Twelve

Twelve was using Zendesk as its service platform, but was running into structural bottlenecks:

  • High Zendesk licensing costs, which were disproportionate to usage.
  • No integrated customer view, leaving information scattered across different tools.
  • High workload with structural ticket spikes on Mondays.
  • Limited service channels, with no live chat or WhatsApp.
  • Many simple questions, which were still answered manually.

Twelve needed a solution that could deal with repetitive questions, relieve employees and centralize the customer view within HubSpot.

The challenge was clear: an automated solution that could handle repetitive questions, reduce response time and at the same time connect better to the existing HubSpot Sales and Marketing environment.

The solution & approach

HubSpot Service Hub and AI-powered customer agent

Together with Webs, Twelve chose HubSpot Service Hub as the new foundation for its customer service. Webs developed a HubSpot Customer Agent that:

  • Answers real-time questions via live chat and WhatsApp.
  • Pulls answers directly from Twelve's knowledge base (and other data sources).
  • Uses hand-off triggers to forward complex questions to employees.
  • Automatically detects and reports knowledge gaps in an overview.
  • Measures customer satisfaction via thumbs-up/down feedback.

Customer agent was trained to differentiate:

  1. Complex issues → forward to an employee.
  2. Simple questions → resolve directly.
The agent is not only proactive, but also learning. He recognizes knowledge gaps, reports them in an overview and learns via new information from blogs, landing pages and support files. Thus, the knowledge base is continuously enriched and the AI becomes increasingly accurate.

The implementation took place in five phases:
  1. Strategy & Discovery: Analyze existing Zendesk processes and identify customer service bottlenecks to determine improvement opportunities.
  2. Business Solutions Design: Design future service processes in HubSpot and create a plan for automation with AI agents.
  3. Configuration: Configure HubSpot Service Hub, migrate the knowledge base, and test the set up customer agent.
  4. Training: Train the customer service team in HubSpot and launch the customer agent.
  5. Growth & Optimization: Optimize and further expand automations based on usage and feedback.

The choice of HubSpot Service Hub is part of a broader trend in which the platform is evolving into an enterprise-ready solution that brings together the entire commercial axis.

The result & the impact

Drastic cost savings, higher customer satisfaction

The impact of the AI agent did not take long to materialize. Within the first week of going live, 246 calls were handled, 134 of which were fully resolved. The deflection rate was 87.5%, meaning that nearly nine out of 10 queries were handled without the intervention of an agent. The average resolution time dropped to one day, while the number of positive customer responses increased by 55%.

  • Human: €3.50 - €5.70 per ticket in staff costs.
  • AI agent: thousands of tickets/hour → €1.00 per chat
  • AI Available: 24/7
  • AI Deflection rate: 87%

💡 The HubSpot Customer Agent resolves an average of 87.5% of all tickets without human intervention.

Financial Impact
  • After just four days of use, Twelve increased its monthly credit from
    10,000 → 150,000 Breeze credits, equivalent to 1,500 chats per month.
  • Each chat consumed 100 Breeze Credits (€1 per call): a scalable and cost-effective model that enabled Twelve to reduce its service costs by 87%.

By comparison, a service agent processes an average of 6 to 7 tickets per hour - a maximum of 50 per day. The AI agent handles thousands of calls simultaneously, 24 hours a day, seven days a week.

Human HubSpot Customer Agent
6 to 7 tickets per hour Unlimited number of tickets per hour
€3.50 - €5.70 per ticket €1.00 per chat
Available during working hours Available 24/7
Best for complex and complicated questions Best for simple customer questions that can be answered quickly


The impact, however, went beyond just numbers. Employees felt noticeably less workload, customers got answers faster, and management got a full 360° customer view through HubSpot. Moreover, the agent automatically identifies which knowledge is missing, allowing the organization to continue to structurally improve its content.

Qualitative results
  • Employees: noticeable workload reduction, more focus on complex cases.
  • Customers: immediate answers, also outside office hours.
  • Management: real-time dashboards and 360° customer view in HubSpot.
  • Knowledge management: AI recognizes gaps and reports them automatically for improvement.

"Thanks to the switch to HubSpot and the HubSpot Customer Agent, our service department is no longer inundated with simple tickets. We now have control over our process as well as time for the complex questions that deserve personal attention." - Jeroen, Head of Service & Customer Care at Twelve

Conclusion & key takeaways

The collaboration between Twelve and Webs shows how technology and data reinforce each other. By uniting service, sales and marketing in one platform and using AI strategically, Twelve made the move from reactive customer service to proactive customer service.

Its success rests on four pillars:

  • Integration pays off - one central platform delivers visibility and speed.
  • Strong data foundation - trusted knowledge is the fuel of AI.
  • Scalable efficiency - the AI agent increases capacity by 85-90% without losing quality.
  • Better experience - immediate, consistent and 24/7 customer support.

Key takeaway:
A strong data foundation + integrated AI in HubSpot = scalable, smart and affordable customer service.

The results show not only how Twelve transformed its service, but also how HubSpot is evolving into an enterprise-ready platform that supports organizations in scalability, integration and AI-driven customer service.

(Read more about HubSpot's evolution as an enterprise-ready platform below.)

HubSpot: the enterprise-ready CRM where data, processes and AI come together

The case of Twelve shows how HubSpot has evolved into a full-fledged enterprise platform for organizations with complex customer processes. Companies like Twelve demonstrate that HubSpot is not only scalable, but also meets the demands of large, data-driven organizations.

Where HubSpot used to be primarily about marketing and sales, today Service, Operations and AI are central to the integrated suite. These hubs work fully together within a single data model, so teams no longer work in separate systems, but use a single unified customer reality. That makes processes faster, more transparent and more automatable. (As with Twelve's service environment, where all customer data and interactions come together in HubSpot.)

Twelve's deployment of the AI Customer Agent fits seamlessly with HubSpot's broader AI strategy. AI is not offered as a separate tool, but is the intelligent layer that connects all the hubs: from automation in Data Hub to conversation management in Service Hub. Thus, HubSpot is evolving into a platform where data, processes and AI come together to make customer interaction smarter, more personal and more scalable.

➡️ In short, HubSpot combines enterprise scalability with ease of use, bringing people, processes and AI together in one powerful platform.

Wondering how AI can future-proof your customer service with HubSpot? Find out how we approach this.

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